Market Positioning - Concentrated Fire Promotion Business (2)

As mentioned in the previous issue, any one business has its own special customer base in different categories. In accordance with the objective conditions of buyers and sellers and the characteristics of supply and demand, in the four aspects of price, product, promotion and point of sale, the seller and the target customer group cooperate with each other, which is the essence of market positioning. The characteristics of successful market positioning are: clear, unique, meaningful, superior, and advertised are of practical value and practical. As for how to implement it, targeting the target customers to promote business is the focus of this article, such as the drawings:

product

Product is anything plus physical goods, services, concepts, even space, labor, etc., provided in the market to meet demand. So any product in the design concept is targeted to meet the needs of a certain class of people. Just like a magazine and a piece of clothing, it is impossible for both men, women and children to use it. There is no such thing as the best product in market science. Because different customer needs have different standards, the more you understand the requirements of the target customers, the easier it will be to establish the market position of the product. The product strategy most often adopted by market pioneers is: product differentiation. Even if the product is unique, it makes sense to potential customers and there is room for survival in the market. To position your product to promote your business, focus on the following:

( a ) Strengthen special functions. For example, a mobile phone can record the caller's number and make a message recording to make the user more satisfied with the product.

( b ) The function is extraordinary. With the latest laptop computers, the computing speed is faster, and the storage capacity makes customers feel even more expensive.

(C) in line with changing market requirements specifications. Such as a brand car can accelerate 100 kilometers within 10 seconds , won the love of the fans.

( d ) durability. It means that the product can still maintain its life in a severe operating environment and last longer than the same type of product.

( e ) Strengthen maintenance services. Even if the product has a problem, you can quickly get support or replace parts. Japanese home appliances is the best example.

Point of sale

Do not you see 71 convenience stores, McDonald's fast food restaurants throughout Hong Kong and Kowloon, visibility is very high, naturally naturalized in the promotion of business. Based on the above understanding, there are also many digital printing shops and parts printers that open outlets in densely populated streets to facilitate business negotiation with people. However, most printing companies do not have a sales department and are also able to do business. Therefore, the point of sale does not necessarily refer to the ground floor. It can also be interpreted as a channel through which all customers can reach their target customers and win orders. There are four ways for manufacturers to sell goods, as shown in the figure:

As to which approach is the most economical, there are no conclusions because there are too many objective environmental variables. However, the market positioning, sales point and promotion business are closely related to each other. It is worth noting that:

( a ) Set up webpage promotion services. The webpage is a popular sales point. With the development of software and systems, it can partially provide automated quotation, order placement, and access to data and other services. In addition, it is also possible to globalize the business and communicate with customers around the world. The point of sale is no longer limited to space and location, and e-commerce itself is already a point of sale.

( b ) The point of sale may be where the customer enters or exits, or even where the customer requests you to deliver. Some of the printing factories in Hong Kong are moving northward because customers require delivery within China. Only by satisfying customer needs can the business go on.

( 3 ) The salesman visits the customer and advertises the contact information, such as telephone, fax, email, address, or the distribution of business cards on social occasions. It is a point of sale at different levels and can also be used to promote the effectiveness of the business.

price

The price is very important and sensitive in the market positioning. It is divided into the following:

( a ) The price is set high and customers will lose.

( 2 ) The price is set low, the marginal profit ( margin ) of the company will decline, and the merchants need to speed up sales in order to maintain a reasonable profit.

(C) the prices reflect the use value and exchange value. The use value is the customer's usage and perception of the product. The exchange value experiences the rarity, competitiveness and value-added ability of a certain product or service in the market. The so-called material is rarely expensive, only supply and demand. IBM advocates that the company's products continue to expand its market under the economic recession, increase revenues, and do not have to cut prices to fully experience the economic laws of use value and exchange value. However , the emergence of 10 yuan stores, reflecting the low price can enhance the desire to purchase. (to be continued)